Our agenda. It begins with you. No property sale is ever the same, as our client situations and needs are all different. At Harcourts Homeside we like to get to know you, to find out what is important to you and what you are hoping to achieve. We will listen and work in partnership with you to design a strategic plan that is applicable to the current market you will be selling in and is most suitable to meet your needs. We hope you have had a chance to research our company and welcome any questions you may have about who we are and what we do. Patti Steele M: 0402 908 271 E: patti.steele@harcourts.com.au homeside.harcourts.com.au 302 Logan Road, Stones Corner
Your Agent Patti Steele. Patti Steele has been dedicated to the real estate industry in excess of 16 years and thoroughly enjoys knowing that she can make a difference to her client’s life by going that extra mile and achieving the best result possible for all involved. A wealth of experience across all types of residential property on Brisbane’s south side has given Patti the position in the market where she can provide her clients with a proper insight and advice into their property dealings. Renowned for her personable nature and strong work ethic, Patti has built a large clientele over the years with a number of repeat and referral clients. As proud a member of the Harcourts group, she has built a broad network within the local community and part of her commitment to the local area sees Patti and Harcourts Homeside contribute and participate with fundraising for local charities, schools and sporting clubs.
Patti Steele M: 0402 908 271 E: patti.steele@harcourts.com.au homeside.harcourts.com.au 302 Logan Road, Stones Corner
A selection of my recent sales.
14 Gosling Street, Holland Park SOLD: $1,375,000
100 Barmore Street, Tarragindi SOLD: $630,000
1/268 Cavendish Road, Coorparoo SOLD: $460,500
3 Flower Street, Woolloongabba SOLD: $668,000
6/13 Bilyana Street, Balmoral SOLD: $450,000
34 Earl Street, Greenslopes SOLD: $690,000
30 Boambillee St, Mt Gravatt East SOLD: $630,000
154 Monash Rd, Tarragindi SOLD: $635,000
3/52 Knowsley St, Greenslopes SOLD: Price disclosed
Patti Steele M: 0402 908 271 E: patti.steele@harcourts.com.au homeside.harcourts.com.au 302 Logan Road, Stones Corner
Your property. A closer look. It is important for you to take us on a tour of your property so that we can take detailed notes in preparation for entering the market. You will know what features of the home are special, what improvements you have made and perhaps the smaller but important details of what is enjoyable about living in the home. Any permits for alterations would be of value and let us know what fixtures you intend to take with you or possible chattels that could stay with the home. We will also seek your opinion on the internal photos we recommend for marketing. Patti Steele M: 0402 908 271 E: patti.steele@harcourts.com.au homeside.harcourts.com.au 302 Logan Road, Stones Corner
Positioning your Property in the market When your property first enters the market as a new listing, this is the time it will receive the most interest and enquiry. We call this your premium price opportunity. At Harcourts Homeside we believe it is all in the preparation. We can advise you on possible improvements that could increase the value of your property and will have completed thorough research to help you establish an expectation of price. We will make sure we have prepared every detail of our marketing strategy ready to launch your property to the market at its best during this critical time. Patti Steele M: 0402 908 271 E: patti.steele@harcourts.com.au homeside.harcourts.com.au 302 Logan Road, Stones Corner
There’s more to price than opinion. Days on the market
Current market conditions
How buyers buy today
BEST PRICE Local sales prices achieved
Property appeal to buyers
Competing properties currently for sale
Current market conditions. Market conditions are less important to you if you are both selling and buying in the same market. For example, any disadvantages you might experience as a seller will be an advantage to you as a buyer.
Sellers market Buyers market More properties for sale than buyers looking – Properties take longer to sell – Sellers lower their prices to sell
Balanced market Equal number of buyers and properties
More buyers looking to buy than properties for sale – Properties are quick to sell – Multiple offers increase prices achieved
"Are you buying as well as selling in the same market?"
A typical buyer journey. Buyers become price knowledgeable very quickly as they research and compare properties in the market. If marketing with a price is crucial, you set your price competitively right from the beginning.
Research
Fine Tune
Properties and prices.
Narrow their focus to one or two properties and make an offer on their first choice.
Refine •Their budget • Locations • Property types •Their viewing list.
View • Compare properties for value • May change budget and criteria.
Negotiate If negotiations are unsuccessful they‘ll offer on their second preference or start again.
"Price is crucial at every stage."
Days on market impacts price. If a sellers price and the buyers value do not align , a property runs the risk of becoming stale. The first two weeks of a campaign is when you will receive the most engagement in your property, ensure that you are aware of the most comparable sale prices in your area so you do not miss your opportunity.
Highest prices are achieved when buyer interest is at it’s highest. Over priced properties remain on the market for longer and often sell for lower prices.
Choosing the right sale method for you. When choosing a selling method we will provide you with advice based on your situation. When you need to sell by will be a significant factor in this decision plus who is impacted by the sale and how everyone is feeling about the move. Methods of sale that involve a quick but intense marketing period with structured buyer viewing opportunities can often be the less disruptive choice. Setting a sale date in place allows you to plan ahead and can create urgency for buyers to act quickly in your favour. Patti Steele M: 0402 908 271 E: patti.steele@harcourts.com.au homeside.harcourts.com.au 302 Logan Road, Stones Corner
Sale via Auction. Marketing Period Buyers focus on the property not the price – Buyers enter the emotional process: like > want > need – Buyer seeks financial approval to bid – Hold buyers until auction day – Seller may consider a premium offer and sell prior
Auction Day Multiple buyers in open competition – Bidding up not negotiating down – Buyers see the value is real – Buyers fear losing the property – Buyers justify paying more to win
Negotiating Negotiating first with cash bidders – Open negotiations to non cash buyers
"Three opportunities to sell within your time frame."
Sale via Tender or Best Offer By Strategy. Marketing Period Buyers focus on the property not the price – Buyers enter the emotional process: like > want > need – Buyer seeks financial approval to tender their offer – Tenders accepted up until deadline date – Seller may consider a premium offer and sell prior
Tender Deadline Multiple offers considered – One chance for buyers to be chosen as the most favourable offer – Offers submitted are confidential – Buyers fear losing the property – Buyers justify paying more to win
Negotiating Negotiate with most favourable contract – Highest price – Conditions of sale – Settlement date – Reason for purchase
"Offers are confidential and allow for conditional buyers to compete."
Exclusive listing
Tender
By exclusively signing with Harcourts Homeside your
This method of marketing creates a high profile for your
home is immediately entered into our extensive
property and establishes a competitive environment
international database, gaining exposure to over 5,200
without having to list a price. You also set the terms,
sales consultants in over 790 offices internationally.
conditions and deadline. Prospective buyers become emotionally involved before they consider price and have
It is also featured on our website. Exclusive listing avoids
only one opportunity to put forward their most
the frustrations and lack of action so often experienced
competitive bid. You have the opportunity to accept,
when dealing with a number of different real estate
decline or continue negotiations with any interested
companies. It sidesteps the conflicting agendas and
party. It’s your choice. You’re in control. Increased
different procedures and maintains a strong brand
enquiries and inspections are often generated by this
grounding for your property. Most importantly, listing
sales strategy. All tender details remain undisclosed and
your home with Harcourts ensures your home is backed
absolutely confidential.
with the best possible resources come sale time.
Auction The advantages of the auction are numerous. You set the terms, conditions and deadline. You agree on an undisclosed minimum reserve price, with no pressure to sell if the property fetches a lower than expected bid. There’s also the very real possibility of acquiring a higher price – especially if keen buyer interest promotes competition. You’ll also attract only genuinely interested, cash-in-hand buyers with no subject-to-sale or subjectto-finance uncertainty. There is even the opportunity to accept offers prior to auction day. A positive statistical sales rate together with property being on the market for such a short time have many regarding auctions as the most successful ‘nonprice’ method of selling. Auction marketing motivates genuine buyers to act. It’s also the least disruptive and intrusive method because you only need open your home at times which suit you best.
Private Treaty Private Treaty is where your home is advertised for sale with an asking price. Your agent will then negotiate with prospective buyers on your behalf and present all offers to you. Private Treaty allows for greater flexibility for both you and the buyer as certain conditions can be negotiated into the contract at your request or the request of the potential buyer, such as subject to building and pest inspections, or subject to finance.
Finding your buyer. Finding the right buyer for your home requires us to leave no stone unturned. The many websites and portals we advertise property on are far reaching, however because there are thousands of properties listed online buyers use search criteria to create a shortlist of properties to view in their preferred location and price range. We will design a comprehensive high tech and high touch marketing strategy to attract the maximum number of buyers to the property as early in the campaign as possible. This activity generates energy and competition between buyers to make a favourable offer before they miss out.
Buyer reach.
Marketing essentials Real estate websites Showcase your property to your online audience with photos, a description, floorplan, inspection times and a map.
Professional photography Using a wide angle camera, professional photographs can capture the size of an entire room. We offer daytime and dusk shoots to represent your property in the best possible light.
Floorplans A professionally drawn floor plan helps buyers understand a property’s flow, and visualise how its spaces will work for them. It can also be beneficial for out-of-town buyers helping them bring an unseen property to life.
Copywriting – advertising text A well-written ad copy surprises people with its creativity, ensuring your property sticks in people’s minds. Articulate copy connects with potential purchasers, using a tone unique to your property.
Property signage An elegant Harcourts Homeside "For Sale" sign will capture the attention of local traffic, including those looking to buy in your suburb.
Marketing essentials Open homes Publicly advertise your open home times so that interested buyers can plan ahead arrive with questions. One of the advantages to an open inspection is that it opens your property to the widest range of buyers.
Letterbox drop Stimulate interest in local residents by notifying and inviting them along to the open home. The more people we can attract to the property they more it will be perceived as desirable property.
Professionally printed brochures Clear, impressive, professional photography of the property takes up more than two-thirds of each window card display. A picture does paint a thousand words, especially about a home. At each open home, brochures are handed out to potential buyers.
Email buyer database You will be able to reach active buyers in the market and alert them as soon as your property becomes available to market using our exclusive Harcourts Homeside database.
Print Media Reach out of area and passive buyers using a range of print media including: • South East Advertiser (Quest) • Brisbane News • Courier Mail
"Your Harcourts Homeside agent will personalise a marketing recommendation to suit your individual needs."
Preparing your home for sale. Why choose to hold open homes when selling? Open homes are one of the most effective ways of marketing a property and attracting interest from a wide variety of buyers. Some of the advantages are: • You have plenty of time to ensure your property is tidy and ready for inspections • You can control the viewing times • Open homes can create plenty of activity, even in a slow market • Interest and activity can trigger urgency with buyers • The sales consultant’s time is put to best and most effective use. They will have the opportunity to talk to numerous people about your property • Comments from open home visitors can provide feedback on price, presentation, sales appeal, etc.
“Look at your home from a potential buyer’s perspective.”
Top tips for attracting potential buyers and higher offers. De-clutter
Photograph
The first tip is the simplest. It’s obviously a must to clean
Before even getting to your first home inspection,
and tidy your home before an inspection, but it’s crucial
consider using a professional photographer to take
to also get rid of clutter that could stand in the way of a
quality, well-lit pictures of your home. After going to the
potential buyer picturing themselves within the home.
trouble of updating, de-cluttering and staging your
That means getting rid of personal nick knacks and
property, the last thing you want to do is turn people
photographs, unnecessary furniture or furniture within a
away before they’ve even inspected your home.
room not designed for that purpose, for example a bed
Professional photos are taken with professional
within a space traditionally used as a living area. Even if it
equipment, they can make spaces look bigger, well-lit
means putting belongings and furniture into storage until
and showcase them in the best possible way. Plus you
the property sells, the investment will be worth it.
benefit from the experience of someone who knows exactly how to take a photo that appeals. This way, you
Repair Make any aesthetic repairs well before inspection. Things as small as a chip in paint in an interior wall could detract from the overall feel for the home, so get these things up-to-date before your open home. You could also invest in updating features like tired curtains, older fixtures and fittings, or laying new turf if you have a patchy lawn.
Style
attract buyers looking online, scanning through ads, and looking through the paper. It’s about piquing interest to attract buyers to inspect in the first place. Your property may not need all of the above, so it’s really about taking a look at your home objectively from a potential buyer’s perspective and assessing what needs to be done. What would distract you if you were inspecting the property? What would you want to replace or update if you were thinking of making an offer? If you were to say to yourself “this place is great, but…”, how would you finish that sentence?
Once clutter free, consider using a home stylist or home
Once you’ve made a list of the possible things your
staging service. The results can be dramatic. Home
property needs, you can employ the top four tips above
stylists will take a look at your space, and then loan you
to make your home a standout to the sea of potential
the furniture which is the size and style best suited for
buyers out there.
your home, which will make a space look bigger, comfortable and liveable. Again, this will help potential buyers to see themselves living in the space.
Let’s review and decide how to proceed. We hope we have helped you make good decisions throughout our discussions. No matter how confident you are in our ability and service you should at this point examine how you feel. Are you comfortable with key expectations of price and time frame to sell? Do you feel confident in the method of sale you have chosen and the marketing plan prepared? Most importantly do you feel that your selected Harcourts Homeside consultant will be respectful of your family, your privacy and your opinions? You must be confident that the sale of your property is in good hands and that once sold you will continue to get the advice and support you need.